基于网络的品牌服装设计营销模式研究

Research on Network-Based Brand Fashion Design and Marketing Mode

随着电子商务的兴起,网络购物成了人们普遍接受的购物方式,品牌服装也从传统的线下营销模式逐步向基于网络的线上营销模式发展。基于网络的服装品牌设计营销模式("叠三元模式"),从品牌服装的设计和营销角度出发,结合当前典型的网络服装品牌特点,将设计和营销环节在网络平台上融合,使得消费者能够进入设计环节,从而降低营销成本、提高设计附加值,为基于网络的纺织产品设计营销策略研究与应用提供借鉴。

With the rise of e-commerce,the way of shopping online has been accepted widely. The brand clothing marketing mode also gradually develops to online marketing mode from traditional offline marketing mode. This paper introduces network-based brand clothing design and marketing mode（ overlapped ternary mode）. Starting from the perspective of brand clothing design and marketing,this paper combines features of current typical network clothing brand to fuse design and marketing on network platform so that consumers can enter design link. This can reduce marketing cost,improve design value added and provide reference for studying and applying network-based textile design and marketing strategy.